This autumn (2025), Cailler—the heart and soul of Swiss chocolate—embarked on a bold, joy-infused relaunch that’s equal parts nostalgia and innovation. Nestlé Switzerland leveraged the brand’s rich heritage to redefine its emotional connection with consumers. The result? A new, radiant branding that turns every chocolate moment into a celebration.
Cailler’s 150th anniversary of the milk chocolate—a creation of Daniel Peter, son-in-law of the founder—serves as an emotional fulcrum. Since 1819, this brand has woven itself into Swiss souls, and its production in Broc since 1898 roots it firmly in local tradition. Nestlé sharpened this legacy by reimagining the brand world with vibrant colors, clean–white typography evoking premium milk, and the proudly displayed founding year, 1819. It’s a visual memoir, brought to life to deliver a smile—or Täfeli—on every bar.
This design overhaul isn’t just packaging—it’s a heartfelt wink. The iconic Täfeli now bears a joyful smile, conveying warmth and delight with every bite. The campaign, aptly named “Pack dein Lächeln aus” (“Unwrap your smile”), rolls out across Switzerland on October 6, with playful surprises built in. From ad spots to social media teasers, the brand invites consumers to unwrap happiness—quite literally.
But is it all style without substance? Not on Cailler’s watch. The relaunch includes three new product innovations that tap current consumer cravings with a wink to tradition:
- A Crunchy‑Caramel version of the beloved Branche, staked on the 2023 success of its namesake.
- A “Choco‑Nut” bar, meldling milk chocolate with hazelnut filling and crunchy cocoa cookie bits—garnishing fun with texture.
- A 100‑gram edition of the popular Cailler × Kambly collaboration featuring Petit Beurre biscuits.
These additions show that Cailler isn’t just looking backward—it’s evolving forward, delivering new experiences while honoring its legacy.
The relaunch also speaks volumes about Nestlé Switzerland’s broader strategy. It spotlights reinvestment in heritage brands that resonate with consumers emotionally. By pairing rich storytelling, sensory indulgence and social engagement, they’re driving growth through joy—not just sales.
On the ingredient side, Cailler doubles down on quality and responsibility. Its cocoa bears the Rainforest Alliance seal, while fresh milk comes from local IP‑SUISSE certified farms—all transmuted into fine chocolate crafted in Broc. Maison Cailler stands as both a production site and tourist beacon, underlining how chocolate, culture, and community intertwine.
So, what lessons does this relaunch deliver for marketers?
First, leverage heritage authentically. Cailler didn’t mask its history—it embraced it, then elevated it with a modern smile. Second, align visual identity with emotion. The smile on the Täfeli is a small detail that amplifies connection—tiny but mighty. Third, pair storytelling with sensory innovation. New flavors drive trial; emotional branding drives loyalty. And finally, root your brand in sustainability. Quality ingredients with a conscience reinforce trust—a powerful, lasting trend.
Cailler’s sweet smile isn’t just a wrapper—it’s a message: tradition meets fresh joy. And that’s a campaign even marketers can’t help but unwrap with a grin.